Launched in 2008, Posterscope Group, the out of home wing of Aegis Media, recently completed four years. Today, Aegis Group has five independent out of home brands in India – Posterscope, Brandscope, Hyperspace (Retail and Digital), PSI (Airports and International OOH), and Ambient OOH. Posterscope is now present across 25 cities in the country, with a team of 120 people.
In conversation with exchange4media, Haresh Nayak, MD, Posterscope speaks about the key highlights of the agency so far, FDI retail cap increase, the agency’s unique anniversary celebrations and the way forward.
What have been the key highlights of Posterscope’s four-year journey?
These four years have been a landmark as we have achieved geographical reach, scientific tools, research, domain expertise and a great international backing to ensure our clients always get the best. According to me, one of the major reasons for our tremendous growth is the rich human resource that we have. More than 50 per cent of our staff is from non trade background. This has helped us in generating fresh ideas and different perceptive have come together with scientific approach over these years.
Posterscope is known to celebrate its anniversary in the most unique manner. On the occasion of the fourth anniversary, what were the activities that you have rolled out?
We planned our fourth anniversary in a manner that highlights our open culture, innovative approach and belief in convergence. Keeping with our tradition of bringing in our anniversary celebrations with style and aplomb, we came up with few unique ideas.
This started with a teaser of a cake being baked on a billboard attached with a timer that kept on ticking, until it was revealed on D-day, suggesting that the cake had been baked. This was followed by the release of 5000 balloons of all brand colours of the Posterscope Group. A unique ‘4’ logo was developed with all brand colours to highlight all the offerings of the Group – Posterscope (OOH), Hyperspace (Retail), Brandscope (OOH), Ambient OOH (Ambient) and PSI (Airports and International OOH). We also conducted an in-house activity called ‘Adla Badli’ which was initiated to get together the team and give them an opportunity to know each other well.
What does the latest announcement on increase in FDI cap in multi-brand retail mean to your retail agency, Hyperspace?
The FDI announcement was a much-awaited development that will finally come in force very soon. In a world where consumers are bombarded by more commercial communications than ever, every advertiser wants to stand out and maximise the relevance of their message. Retail is one segment where brands are looking forward to be present innovatively. With global expertise that will follow with this development, we see huge opportunity. In fact, we think if things go as per plan we see our revenues doubling next year from our retail unit Hyperscape.
What were the major challenges facing the outdoor industry in the first half of 2012? How was this period for Posterscope?
Slowdown was the most concerning issue in the first half of 2012 in the outdoor industry. In fact the overall slowdown hit the industry really bad as compared to even last year. Ambient OOH, our unit that focuses on captive audience domain and Hyperscape, our retail agency have been our growth drivers of this year. Our monsoon billing was around Rs 30 crore, which is an extremely positive achievement for the season. Our traditional outdoor business from the south and north also was note worthy.
What are the must-to-do-things on your list for the remaining months of 2012?
Growth sustenance is what I am looking forward to. We have achieved a level, all we have to ensure is that we maintain that level of success and take a step forward. Overall, I’ll say that it has been a delightful year for us as we were able to set our infrastructure and get clients on board.
Our typical marketing budget is usually 10 per cent of the topline spend